The Power of Recognisable Faces in OOH Advertising

In the fast-paced world of advertising, brands are constantly seeking innovative ways to engage audiences and reinforce brand recognition. One effective technique in Out-of-Home (OOH) advertising is the use of familiar faces. Whether it’s a celebrity, influencers, or cultural icons, leveraging familiarity in advertising taps into powerful neurological responses that enhance memory retention and engagement.

Why Familiar Faces Work

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‍1. Capturing Attention

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Neuroscience research indicates that the human brain is naturally hardwired to recognise faces quickly and instinctively, with familiar faces attracting attention faster than any other visual stimulus. This makes them a compelling asset in OOH advertising. A study published in the Journal of Neuroscience found that the brain processes familiar faces in as little as 170 milliseconds, significantly faster than unfamiliar ones. This means that campaigns featuring well-known faces not only stand out in high-traffic locations but also create an immediate visual impact, ensuring greater audience engagement.

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2. Strengthening Emotional Connections 

Recognisable faces evoke emotions of trust, admiration and nostalgia. When audiences see a familiar personality in an OOH campaign, they are more likely to associate the brand with credibility and authenticity. By leveraging this connection, brands can enhance affinity and foster stronger consumer relationships. Studies have shown that ads with familiar faces increase consumer trust by up to 30% and improve brand affinity.

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3. Boosting Brand Recall and Recognition

Repeated exposure to familiar faces in OOH advertising significantly improves memory retention. A well-placed campaign featuring a recognisable personality reinforces brand recall, ensuring consumers think of the brand when making purchasing decisions. A Nielsen study revealed that using celebrities or known figures in ads improves brand recall by 40%.

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Real-World Impact: BackLite Media’s Success in Human-Centric OOH

BackLite Media are proud to present Carrera’s latest collaboration with DJ Kaboo - a prime example of the power of familiar faces in OOH advertising. Set against Dubai’s breathtaking skyline on Sheikh Zayed Road, this campaign was a cultural statement. Featuring DJ Kaboo, the first Arab DJ to be showcased on such a high-profile OOH platform, this initiative highlighted the effectiveness of human-centric storytelling in advertising.

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​​As the industry continues to evolve and push the boundaries of what is possible in OOH advertising, one thing is certain – billboards are no longer just about visibility; they are about engagement, relatability, and cultural resonance. Carrera’s DJ-driven campaign is a bold statement on the future of advertising in the modern cityscape, reaching an impressive 48+ million impressions. 

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Similarly, the Louis Vuitton featuring Zendaya on our Triple Crown display exemplifies the power of celebrity-driven OOH advertising. As one of the most recognised global icons, Zendaya’s presence on large-scale billboards not only reinforced the brand’s luxury appeal but also captivated audiences through the power of familiarity and aspiration. This campaign further illustrates how leveraging a well-known personality in a premium OOH placement can drive engagement, strengthen brand identity, and enhance consumer recall.

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Best Practices for Using Familiar Faces in OOH Advertising

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1. Selecting the Right Personality 

• Select individuals who align with the brand’s identity and values
• Consider public figures that evoke trust and authenticity within the target audience

2. Leverage Eye Contact for Engagement

• Ads featuring direct eye contact create a stronger personal connection and increase engagement.
• OOH campaigns with a strong visual presence and human interaction reinforce recall and impact.

3. Use Dynamic and Contextual Placements

• High-traffic locations such as Sheikh Zayed Road in Dubai ensure repeated exposure.
• Contextual placements, such as featuring a fitness icon near a gym or sports venue, enhance relevance.

‍4. Incorporate Motion in Digital OOH (DOOH)

• Digital billboards featuring micro-expressions, such as a smile or a wink, can increase consumer engagement by 15%.

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The Future of OOH: A Platform for Engagement and Cultural Relevance

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At BackLite Media, we are committed to pushing the boundaries of OOH advertising by leveraging human connection to create powerful, engaging campaigns. Familiar faces in OOH not only captivate attention but also reinforce trust, increase brand recall, and foster deeper audience engagement.

As the industry evolves, the integration of well-known personalities in OOH campaigns will continue to be a driving force in effective brand storytelling. By focusing on authenticity, cultural relevance, and strategic placement, brands can harness the full potential of OOH advertising to leave a lasting impact.

BackLite Media is set to redefine Dubai’s outdoor advertising landscape with the launch of The Oryx. As the latest addition to their exclusive Landmark Series, this Digital Out-of-Home (DOOH) platform combines architectural elegance with cutting-edge technology. Strategically positioned ahead of the renowned Triple Crown on Sheikh Zayed Road, The Oryx offers brands unparalleled visibility, prestige, and maximum impact.
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James Bicknell, CEO of BackLite Media and Viola Outdoor, said:
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"The launch of The Oryx marks another milestone in our commitment to transforming outdoor advertising in Dubai. Its iconic presence and strategic location create an unparalleled platform for brands to command attention and leave a lasting impression." 
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Inspired by the distinctive horns of the oryx, the screen’s sleek architectural form symbolises strength, symmetry, and sophistication—embodying the grace of its namesake while standing as a statement of innovation with ultra-clear visuals, dynamic content capabilities, and seamless urban integration. Beyond its striking design, The Oryx provides a unique platform for both global and regional brands, delivering premium exposure. 
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The launch of The Oryx reinforces BackLite Media’s leadership in shaping the future of outdoor advertising in Dubai. As the city continues to grow as a global hub for business, creativity, and advancement, The Oryx stands at the intersection of tradition and progress, offering an unmatched advertising experience that blends impact, sophistication, and innovation.

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Something remarkable is coming to the heart of Dubai. Inspired by the strength and grace of the Arabian Oryx, this new digital landmark will bring a fresh dimension to outdoor advertising.

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Stay tuned as we prepare to unveil a display where innovation meets tradition, elegance meets impact, and brands take centre stage.

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The Oryx is coming soon.

2024 was another strong year for Out of Home (OOH), and 2025 is poised for even greater growth and innovation. The sector continues to evolve, consistently delivering exceptional creativity, data-driven strategies and technology-powered results for advertisers.

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With global OOH revenue projected to reach US$41.82bn in 2025 – and digital OOH (DOOH) growing 8.44% to reach US$22bn – further expansion is on the horizon, largely driven by increased investment and rising programmatic OOH (prOOH) adoption.

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As OOH evolves, several priorities will continue to shape its direction in 2025. These include leveraging econometrics to maximize ROI, supporting brands navigating new HFSS regulations to maintain reach, aligning DOOH with retail media networks to enhance the path to purchase, and harnessing AI to drive efficiency and creativity. Together, these focus areas will ensure OOH remains innovative, adaptable, and a key player in the advertising ecosystem.

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Beyond these priorities, we believe 2025 will be defined by seven key trends shaping the future of OOH:

1. The fabric of real-world connections creating micro-moments
2. Continued growth of prOOH
3. Data-driven OOH anchors omnichannel campaigns
4. Supporting sustainable marketing strategies with OOH
5. OOH’s credibility building consumer confidence
6. The convergence of experiential and OOH

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1. The Fabric of Real-World Connections

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In a world saturated with digital interactions, consumers are craving authentic, real-world connections; and spending even more time Out of Home. People are seeking depth, authenticity and sensory richness in their experiences.

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They want to engage with the world in meaningful ways, finding textural experiences that connect them with their environment and each other. Accenture has termed this “social rewilding” – a quest to reconnect socially in the real world, often but not always around nature, and to balance technology’s role in the moments that bring people joy and well-being.

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In 2024, people did more physical and ‘real-world’ activities with a recent Kantar survey finding that 48% spent time outside, 47% hung out with friends in real life and 46.9% shopped in physical grocery stores. Advertising on OOH puts brands at the centre of this, woven well within the fabric of people’s everyday lives.

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2. Creating Micro-Moments: OOH Delivers Broad Reach and Personal Resonance

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Leveraging audience-first planning and real-time data in OOH to deliver highly contextual and targeted messaging will become mainstream in 2025. This approach will enable brands to create campaigns that feel like personalised one-to-one connections, even when reaching a wide audience across a one-to-many platform.

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Personalisation in OOH is transforming how brands engage audiences – audience-first planning through Ada; and Atlas for real-time triggers such as location, weather and time of day to dynamically adapt OOH campaigns to their environment.

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This enables highly relevant and impactful messaging that bridges the gap between broad reach and personal resonance. For example, kids’ sunscreen ads appear on digital OOH locations during sunny weather, placed where parents of school-aged children are more likely to see them. Similarly, protein coffee promotions day-parted in the morning on commuter routes and delivered programmatically to those more likely to go to the gym.

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3. Continued Growth of Programmatic OOH

PrOOH will continue its rapid growth, as more brands embrace its precision, flexibility, and real-time capabilities at scale.

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By combining the flexibility of digital platforms with the unparalleled reach of OOH, programmatic allows advertisers to enhance their media plans and buy and optimise ad placements in real-time and aligned to audiences. This precision enables brands to deliver highly relevant messages to targeted audiences at the right moment and place.

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In the UK, PrOOH spend will continue to grow, rising from an estimated £86.8 million in 2024 to £105m in 2025. We’ll see more advertisers using prOOH, with an estimated 36% of media plans set to include prOOH and a +29% average increase in prOOH campaign spend over the next 18 months.

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4. Data-Driven OOH Anchors Omnichannel Campaigns in the Real World

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The linchpin between physical and digital touchpoints, data-driven OOH will play a pivotal role in omnichannel marketing strategies in 2025.

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OOH works as the link between consumers’ digital footprints and experiences, delivering holistic campaigns. Creating connections across screens, OOH cements brands in consumers’ day-to-day lives, seamlessly, linking campaigns across mobile, social, and in-store. Connection between screens increases engagement and enhances brand recall.

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Marketers can achieve cohesive messaging that resonates across touchpoints by syncing OOH with digital channels like social media and mobile ads.

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5. Supporting Sustainable Marketing Strategies with OOH

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As sustainability becomes a core priority for consumers and businesses, OOH advertising continues taking significant strides to reduce its environmental impact. OOH has a unified carbon methodology to provide transparency and plan sustainability-focused campaigns. Industry initiatives like unified carbon methodology offers brands access to increased transparency as industry data aligns to the methodology, providing the ability to plan campaigns with lower carbon footprints

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Sustainable practices, such as green-energy powered DOOH and recycled classic poster materials, are now commonplace. Industry initiatives like unified carbon calculators offer brands transparency and the ability to plan campaigns with lower carbon footprints. When compared with all other media measured, OOH accounts for 3.3% of all UK ad power consumption and <3.5% total UK ad carbon footprint.

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Consumers increasingly value brands prioritising sustainability, and OOH can deliver on this expectation while maintaining the scale and impact needed to influence public perception.

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6. Credibility of OOH will Help Build Consumer Confidence

OOH is proven to build trust in an era of digital misinformation, offering a credible and tangible medium for brands to utilise. Consumers are struggling to discern genuine content online, underscoring the importance of trusted offline media.

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OOH has remained a stable, trusted medium for authentic brand communication. Unlike digital platforms where content credibility is often questioned, OOH offers a physical presence that reinforces trust in the real world. OOH’s tangible nature positions it as a reliable foundation for cross-channel campaigns, amplifying trust in both physical and digital spheres.

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7. Experiential and OOH Will Converge

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In 2025, OOH and experiential channels will become increasingly converged, blurring the lines between static media and live brand experiences. As consumers crave immersive, memorable interactions with brands, OOH will evolve to incorporate more experiential elements, turning physical spaces into interactive stages where audiences can actively engage with content.

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2025 will see us reimagining physical spaces as experiential stages, blending OOH creativity with interactivity. From gamified billboards to immersive art installations, experiential OOH campaigns invite audiences to engage directly with the brand. At the end of 2024, Campaign listed its Top 10 Experiences, signifying that brand experiences have a firm place on the agenda.  

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These tactile, sensory-driven experiences not only enhance brand recall but also foster emotional connections, making the consumer feel part of the story and positioning OOH as a leader in creating meaningful interactions.

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Booking an Out-of-Home (OOH) advertising campaign in Dubai & Abu Dhabi today can often feel like navigating a process from a different era. Despite the rapid evolution of Digital Out-of-Home (DOOH) advertising, many OOH workflows remain highly manual. Securing billboard advertising in Dubai or premium mall advertising spaces in the UAE still involves lengthy phone calls, email exchanges, and complex negotiations with media owners. Adjusting campaign parameters—whether shifting dates, optimising budgets, or updating creatives—can require multiple approval rounds, slowing down the process.

The Growing Demand for Automated, Data-Driven OOH Advertising

As the industry embraces programmatic DOOH, advertisers increasingly expect seamless, omnichannel campaigns that integrate digital billboards in Dubai with broader programmatic and data-driven strategies. However, outdated processes hinder the efficiency and scalability required to meet these expectations. Media owners must modernise inventory management, enhance operational efficiency, and enable faster transactions to align with advertiser demands and the fast-paced digital landscape.

Even with the rise of Programmatic digital OOH (PrDOOH), manual transactions still dominate the market. Much OOH spending remains tied to static billboard advertising that isn’t yet programmatically available. According to MAGNA, 95% of OOH transactions are still managed manually, highlighting the urgent need for transformation.

If OOH fails to adopt automation, it risks losing relevance in a data-driven advertising world where speed, transparency, and precision are key. By streamlining transaction processes, the industry can unlock its full potential, making premium advertising spaces in Dubai more accessible to brands and advertisers navigating a fast-moving market.

How Automation Enhances OOH & DOOH Advertising in Dubai

Automation in DOOH advertising simplifies campaign planning, buying, and execution through real-time data and AI-driven solutions. Key benefits include:

• Efficient Inventory Management – Automating inventory tracking for LED screens in Dubai, transit advertising in the UAE, and other high-impact locations ensures real-time availability updates.
• Seamless Programmatic Integration – Brands accustomed to digital advertising expect the same flexibility in DOOH campaigns, allowing for geo-targeted, audience-first strategies.
• Faster Decision-Making – With real-time audience analytics, advertisers can optimise campaigns instantly, maximising impact and cost efficiency.
• Scalability & Growth – Whether for luxury brand advertising in Dubai or high-frequency transit ads, automation enables advertisers to execute large-scale campaigns more efficiently.

Media Owners Must Embrace Automation to Stay CompetitiveFor media owners, failing to automate means falling behind in an increasingly tech-driven OOH industry. Advertisers now prioritise partners with streamlined, automated platforms that simplify transactions and improve campaign efficiency. Without automation, media owners risk:

• Missing out on revenue from real-time inventory demand
• Struggling to compete in programmatic DOOH marketplaces
• Managing high transaction volumes inefficiently
• Losing appeal to brands seeking data-driven, high-impact outdoor advertising

The Future of OOH in Dubai: Smarter, Faster, More Data-DrivenThe future of outdoor advertising in the UAE is clear: automation, programmatic buying, and AI-driven analytics will define success. Media owners must align with these evolving demands as advertisers push for sustainable, digital-first OOH solutions. The industry can thrive in a digitally connected world by integrating data-driven audience targeting, geo-targeted campaigns, and real-time reporting. As a global advertising hub, Dubai is primed to lead this transformation. The companies that embrace programmatic DOOH, sustainable advertising solutions, and AI-powered audience insights will be best positioned for long-term success in the evolving OOH landscape.

‍MONTREAL, Feb 5, 2025 – Live from its annual customer summit, Broadsign Connect, in Barcelona, Spain, Broadsign today unveiled a preview of an artificial intelligence (AI) powered creative categorisation and approval feature coming to its out-of-home (OOH) advertising platform this spring.

A first-of-its-kind development for the OOH industry, the Broadsign AI Assistant is a patent-pending tool designed to substantially reduce the time media owners spend on repetitive tasks such as reviewing, categorising, and approving incoming ad creative from programmatic bids sent via demand-side platforms (DSP). It promises significant time and cost savings for media owners, as tens of thousands of unique OOH creatives are reviewed and categorised manually per month, with 100 percent year-over-year growth anticipated.

As ad creatives are submitted to the Broadsign Supply-Side Platform (SSP), the Broadsign AI Assistant will email media owners with category and approval suggestions for each ad. These recommendations are based on detailed creative analysis and learnings from the media owner’s existing inventory taxonomy on the direct-sales side of their business to enable cross-channel competitive separation.

The technology scans the creative for inventory qualities like aspect ratio, resolution, profane language, and more, as well as objects that can provide insight into which category from the media owner’s taxonomy the creative best fits, like a car for an automotive category. Leveraging that analysis, the assistant then provides approval and categorisation suggestions based on that data, which media owners can opt to approve, reject, or send to their team for closer review.

By automating the categorisation process, the Broadsign AI Assistant can minimise common misclassification errors and quickly identify sensitive content that could hamper brand safety efforts, such as creative featuring alcohol for a screen near a school, or an ad that violates local laws, like a political ad for a display located next to a polling location.

Broadsign fine-tuned and trained the large language model (LLM) behind the Broadsign AI Assistant using two years of categorisation data aggregated from DSP bids received by Broadsign customers. Once live and in use, it will continue to learn and improve its recommendations based on each media owner’s specific categorisation and approval practices.

“Automating OOH workflows is pivotal to the medium’s continued growth, and OOH categorisation and approval is a great starting point. Today, the manual process ties up hours of cycles evaluating creative that may not even win the bid,” explained Broadsign VP of Products, Francois Hechme. “The Broadsign AI Assistant can process and categorise vast volumes of creative simultaneously to help teams keep up with programmatic demand, so they can spend more time building and nurturing media buyer relationships and improving reporting. We’ve designed it so that media owners retain control over when and how they use it, so it complements, rather than detracts from their work.”

The Broadsign AI Assistant is expected to launch in early Q2 of 2025 and will be available to customers using the Broadsign SSP and Header Bidder. For more information on the Broadsign Platform, visit: ​​https://broadsign.com/broadsign-platform/

About Broadsign

Broadsign empowers media owners, agencies, and brands to harness the power and reach of out-of-home to connect with audiences in ways unlike any other advertising channel. More than 1.5 million static and digital signs along roadways and in airports, shopping malls, retailers, health clinics, transit systems, electric vehicle charging stations, and more run on Broadsign, reaching audiences at multiple touchpoints throughout the consumer journey. The Broadsign Platform helps media owners such as Outfront, Pattison Outdoor, Global, and Intersection streamline business operations and maximise revenue opportunities while enabling marketers and agencies to more easily plan and execute dynamic OOH campaigns that resonate with audiences. Brands spanning AB InBev, Disney, FanDuel, H&M, Honda, HP, Johnson & Johnson, KLM, Uber Eats, Sea-Doo, Samsonite, and many more have run successful programmatic DOOH campaigns enabled by Broadsign technology. https://broadsign.com

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The question: “Is the journey to programmatic digital out of home worth as much as the destination?” has been on my mind for years, and it came to the forefront when I had the opportunity to host a panel at the Campaign Breakfast Briefing: Out of Home 2025 event, interviewing four of the leading minds in the realm of programmatic digital out of home (PrDOOH).

Here in the UAE, the journey towards fully integrated, seamless programmatic OOH has undoubtedly started – though how far we’ve travelled remains open to debate. Will we ever reach a future when advertisements can be bought, optimised and measured with the same fluidity that we see in advanced digital channels? That’s still unclear. Perhaps we should embrace the uncertainty and enjoy the ride. For all the promising headlines and bold market-size predictions, we need to first answer a fundamental question: are we even speaking the same language? Some speak of ‘automation’, essentially using technology to streamline workflows and accelerate processes.

Others aspire to ‘true programmatic’, where real-time data and algorithms power every decision, from which creative to show to when and where it’s displayed. Both views have merit, but the difference between the two can be vast, especially in a market like the UAE that’s rapidly catching up to more mature regions.

We quickly learned from those who did. From the outset, we knew we had to harness digital transformation, invest in data, and prioritise education – not just for ourselves, but for our clients. This wasn’t a matter of fixing a broken system. Traditional OOH was working just fine, delivering consistent results. Rather, we saw an opportunity to evolve, ushering in more transparency, efficiency and innovation for both agencies and brands.

It’s incredible how far we’ve come in just a few years. The old refrain, “OOH isn’t measurable”, no longer holds quite the same weight. Integrations with third-party platforms, advanced audience analytics and new reporting standards have taken OOH to a level of accountability that once seemed out of reach.

The notion that out-of-home couldn’t be adjusted in real time, or that it was cumbersome to buy, is being challenged by dynamic screens and emerging marketplaces that combine multiple inventories. Even the criticism that OOH offers only broad, location-based targeting is being addressed with more precise data driven strategies, though there’s still plenty of ground to cover before we fully tap into the potential of behavioural and contextual insights.

Amidst these exciting developments, a crucial distinction remains: automation versus true programmatic. Automation certainly makes life easier, with less paperwork and quicker turnarounds. But true PrDOOH leverages live data signals and AI-powered decision-making to optimise delivery on the fly, often without human intervention. The UAE is making headway, though the infrastructure and adoption rates vary by operator, and not every media owner has embraced this new model. Still, there’s no question that we’re moving in the right direction.

Do we truly need PrDOOH? For many advertisers, traditional OOH still performs exceedingly well. Yet the broader marketing ecosystem keeps pushing toward integration and agility, qualities that PrDOOH can deliver in spades. By making out-of-home campaigns more flexible, measurable and data-driven, we ensure they can seamlessly fit into omnichannel strategies, standing shoulder-to-shoulder with digital and television. That’s a powerful allure in a rapidly evolving advertising landscape.

No, we’re not at the same level of programmatic maturity as some other regions. But that’s precisely what makes this journey so exciting: we have the benefit of hindsight, real-world benchmarks, and an increasingly sophisticated digital ecosystem that is hungry for innovation. If current trends are any indication, the UAE may very well surpass expectations, leaping ahead by selectively adopting and refining the best practices from around the world.

Ultimately, the growing presence of PrDOOH in the UAE reflects a market eager to align with global standards while embracing its own unique strengths. The future of out-of-home here is likely to look like a fusion of cutting-edge technology, creative storytelling and region-specific adaptability.

While there is still work to do before we can claim a fully programmatic ecosystem on par with the world’s most advanced players, each new milestone serves as a reminder of how far we’ve come – and how much promise lies ahead.

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The advertising industry is undergoing a seismic transformation, with digital channels reshaping the landscape and dominating ad spend. With their ability to deliver granular audience targeting, real-time analytics, and dynamic scalability, digital advertising has set a new standard for the industry. Moreover, they have transformed how ads are created and delivered while redefining consumer expectations, forcing advertisers to adopt innovative and agile strategies to stay relevant in the digital age.

Looking at Group M’s This Year Next Year: 2024 Global End of Year Forecast, digital advertising has emerged as the largest segment of global advertising revenue, poised to account for 72.9% of total ad spend by the end of the year and an estimated 76.8% by 2029. As digital channels continue to dominate ad spending, out-of-home (OOH) advertising finds itself at a pivotal moment. It’s never been more important for OOH to modernise and embrace flexibility, adopt innovative technology, and meet the evolving expectations of modern media buyers.

The challenge: Adapting to digital-first demands

Addressable advertising—where personalised messages are tailored to specific audience segments—has become the norm, reshaping expectations across all media formats. Advertisers today, particularly those well-versed in digital-first strategies, now expect:

• Data-driven insights: Modern advertisers demand detailed, real-time audience metrics and campaign analytics to optimise performance and demonstrate ROI. These insights, ranging from demographic profiles to behavioral trends, are critical for refining media plans and proving the value of ad spend.
• Real-time adaptability: In a fast-paced digital environment, advertisers value the ability to pivot campaigns instantly with minimal friction. Whether responding to market changes, consumer feedback, or unexpected events, this level of flexibility is non-negotiable.
• Accountability: The modern media buyer prioritises measurable outcomes. Every campaign must demonstrate its impact, whether through foot traffic attribution, engagement rates, or sales lift, ensuring every dollar spent is justified and effective.

While OOH advertising retains its enduring strengths — such as broad reach, unmissable visuals, and premium placement — combining these core strengths with the granularity, responsiveness, and transparency would make the medium more easily accessible to digital-native buyers.

The OOH advantage: Connecting the physical and digital

OOH’s core strength is its ability to reach audiences in the real world, delivering messages in moments that matter—whether during a morning commute, while shopping, or at a live event. With the added agility enabled by its digital transformation, OOH has become more dynamic than ever. Advertisers can now run campaigns that respond to live events and trends, adapt to environmental factors like weather, and update creative dynamically to keep messaging fresh. We’ve seen some iconic examples of this in 2024, which we highlighted in this blog, but here are a few examples:

Decathlon turned outages into adventures
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When the world was hit by a major IT outage in July, sporting goods retailer Decathlon turned a tech fail into a win with a witty DOOH campaign. Mimicking Microsoft’s error screen message (infamously dubbed the ‘blue screen of death’), the brand switched its OOH buys within 24 hours of the crisis.

H&M and Charli XCX dazzled with their surprise Times Square takeover
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In November, H&M pulled off an unforgettable Times Square takeover with a surprise collaboration featuring global popstar Charli XCX. The event celebrated the re-opening of H&M’s flagship Times Square store and the launch of its Holiday collection, blending music, fashion, and bold OOH to create a can’t-miss spectacle. With just 30 minutes’ notice shared via social media and in select H&M stores, thousands of fans rushed to the heart of New York City to catch the show.

This unique ability to resonate in physical spaces makes OOH indispensable, especially when paired with advancements, like unified audience measurement with impression-based metrics that help bring OOH in line with digital standards, and flexible buying, which allows advertisers to activate and adapt OOH campaigns on the fly, and data from mobile devices, geolocation services and others to deliver personalised content to specific audience sets.

Selling the future: rethinking the OOH playbook

Despite the many advancements brought on by OOH’s digital transformation, to thrive in today’s fast-evolving advertising landscape, media owners must shift from a traditional sales approach and align with the needs of modern buyers. While this shift won’t happen overnight, here are a few strategies that media owners can start with:

Flexible and tailored buying options‍

Providing customisable packages based on specific audience segments, geographic locations, or unique campaign objectives can help reinforce your network’s value and effectiveness to advertisers. Giving advertisers the ability to build a campaign that fits their unique goals not only delivers more pointed results but also allows you to charge premium pricing for custom campaign setups.

Agile campaign delivery and management

The ability to accommodate creative, non-standard campaigns not only builds trust with advertisers but also positions OOH as a flexible and adaptable medium. Offering flexibility in campaign duration, placements, and messaging allows you to deliver OOH campaigns that reflect the precision and responsiveness of digital-first strategies.

Technology-driven optimisation

Adopting technology-driven optimisation will be pivotal in transforming OOH into a smarter, more competitive medium. This includes data-triggered campaigns that allow advertisers to target specific audiences and behaviours, dynamic pricing models that adjust rates based on demand and performance to drive revenue, and real-time campaign optimisations to meet targets while maximising fill rates. Finally, combining these capabilities with robust analytics and reporting tools that demonstrate performance will turn OOH into a modern, indispensable part of any media strategy.

Staying ahead: Strategies for long-term growth

To secure its position as an essential advertising medium, OOH media owners should build a culture of experimentation and continuous improvement, embracing new technologies and shifting market dynamics. Here are a few strategies to drive long-term growth:

Balance stability and agility

Combine traditional, slot-based campaigns with dynamic, flexible placements. This dual approach allows you to ensure stable revenue streams by maintaining relationships with existing advertisers, while opening new revenue streams by attracting advertisers seeking flexibility for short-term or event-driven OOH campaigns.

Cultivate adaptability

Foster a mindset of flexibility within your teams and processes. This includes rethinking traditional sales models to offer more customisable packages and pricing structures, as well as continuously integrating new technologies and capabilities that enable flexible selling strategies.

Strengthen cross-channel integration

Make your inventory easier to buy to foster collaboration with digital platforms that create unified, multi-channel campaigns, seamlessly connecting OOH with online and mobile experiences. Offer attribution metrics that demonstrate how OOH drives brand awareness, sales, and online engagement.

Enhance measurement and accountability

Standardise impressions-based metrics and provide transparent reporting that demonstrates results, aligning OOH with the accountability of digital advertising. Incorporate real-time dashboards that allow advertisers to monitor campaign performance and make adjustments as needed.

Leverage AI and automation

Begin evaluating how new technologies, like AI and automation, can help make operating your network more efficient. For instance, leveraging AI to accelerate manual-heavy processes, like reviewing and analysing vast data sets or conducting creative optimisation. Implementing automation to make purchasing OOH inventory as seamless as digital ads can also increase efficiency and open up inventory to new buyers.

The future of OOH advertising isn’t just about surviving in a digital-first world; it’s about thriving by embracing change. By leveraging new technologies, offering greater flexibility, and prioritising audience-focused strategies, OOH can continue to grow and capture the attention of advertisers seeking impactful and dynamic ways to reach their audiences. The future of OOH is undoubtedly bright, but unlocking its full potential requires a shift in mindset and a willingness to embrace new approaches to selling and delivering value.

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DPAA, the global trade marketing association leading the growth and digitisation of out-of-home media, delivered an unparalleled experience at CES 2025. The curated multi-day event connected industry leaders, innovators, and disruptors, offering exclusive insights into the future of Digital Out-of-Home (DOOH) and its intersection with cutting-edge technology.

CES—the world’s largest gathering of brands, media, technology, and innovation—drew over 140,000 attendees and featured over 4,500 exhibitors. DPAA’s carefully structured program provided its members with a streamlined, high-impact experience. It featured private fireside chats with top brands and agencies, a VIP tour spotlighting game-changing technologies for DOOH, and the highly anticipated semi-annual DOOH Cocktail Event.
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The experience started with an exclusive Spago dinner overlooking the iconic Bellagio fountains. Sponsored by VIOOH, the evening featured dynamic discussions with industry trailblazers, including insights from Quan Media Group and Gemini Crypto. Gemini, known for its explosive growth, emphasised its commitment to DOOH, recognising its power in high-impact advertising and creative-first strategies.
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The sessions continued at the Waldorf Astoria, where United Airlines executives explored the power of agency partnerships in enhancing brand storytelling and consumer engagement. Lenovo’s Global Media Director delved into the brand’s FIFA partnership, highlighting the synergy between global sporting events and strategic media placements.
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ESPN’s VP of Media Strategy & Planning underscored DOOH’s integral role in a holistic media mix, driving brand awareness and marketing performance. Meanwhile, RITE AID’s Chief Marketing and Customer Officer, alongside the Executive Leader of Thrifty Ice Cream, shared compelling insights on the power of organic marketing and celebrity endorsements in amplifying brand reach.
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MGM Resorts International’s VP of Advertising & Social Strategy provided an inside look into full-funnel marketing strategies. At the same time, Valvoline Inc.’s VP of Marketing explored data-driven approaches to customer journey optimisation, working alongside NOVUS Media LLC to redefine audience engagement.
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A key highlight was the DPAA Global DOOH Cocktail Party, sponsored by Serve Robotics, where industry leaders gathered for a night of networking and forward-thinking discussions. The momentum continued the next day with an inspiring lineup of speakers, including Omnicom Commerce’s CEO and EVP, who emphasised the critical role of omnichannel planning in crafting seamless consumer experiences.
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Wyndham Hotels & Resorts’ VP of Media & Brand Marketing joined the CEO of Havas New York for a compelling conversation on the evolving landscape of brand marketing in an increasingly digital world.
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James Harrison, Chief Product Officer of BackLite Media attended CES to engage with global leaders, explore groundbreaking innovations, and build transformative partnerships that will shape the future of Digital Out-Of-Home (DOOH) advertising. He left the event feeling more inspired than ever, reinforcing our commitment to pioneering creative collaborations and leveraging emerging technology to enhance impactful brand storytelling. From the futuristic displays of LG Electronics to Panasonic North America's cutting-edge smart technologies, and from TCL’s sleek innovations to Samsung Electronics’s immersive experiences, I witnessed firsthand how the next wave of consumer electronics will transform our daily lives.
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As the industry evolves, one thing remains certain—DOOH is at the heart of the future of media. Here’s to embracing innovation, redefining possibilities, and leading the charge in shaping the next era of Out-of-Home advertising.